How to Beat Your Competition and Drive the

Highest Quality Leads to Your Showroom

Date: May 18, 2011

Speaker: David Metter

HookLogic, Inc.

Founded in 2004

Proprietary Software-as-a-Service platform

Technology proven in travel and retail space, as well as automotive

Offices in New York, Michigan and United Kingdom

Clients in US, Canada and Europe

Some of our clients:

About HookLogic

About David Metter

• Founding Partner of HT Automotive Consulting Partners

• CMO for a large, privately held dealer group for more than six years

• Formerly, a GM, sales manager and one of the top Chrysler salesmen

in the country

• Leadership position at Autobase, a leading automotive CRM company

• Frequent speaker at industry events including

• Digital Dealer

• Global Automotive Conference

• JD Power Internet Automotive Roundtable

How to Beat Your Competition and Drive the Highest

Quality Leads to Your Showroom

Agenda

• How To Identify Quality Leads

• Lead Scoring

• Processes For Handling Leads

• How To Identify The Highest Intent To Buy

• How To Differentiate And Win

• Examples of Outbound Marketing Campaigns

• Historic Results

• Q & A

How to Identify Quality Leads

• Traffic dwindles in summer

• Quality over quantity is critical

• How do you identify quality leads?

• Sales teams want to deal with people who are ready to buy

Lead Scoring

• Score leads from all sources

• Sometimes third-party leads have higher

close ratio than home-grown

• Leads are covered from 1-10 based on

likelihood to purchase

• Factors taken into account:

• Lead source

• In-market timing

• Past buying behaviors

• Household demographic data

Processes for Handling Leads

• FACT: People with higher lead scores

buy at a higher rate

• Incent these leads and ensure they

buy from your dealership – not your

competitor

How to Identify the Highest Intent to Buy

• “Cherry-picking” leads by source may allow quality leads to slip through

• GOAL: Drive customers with higher leads scores to the showroom

Source: Polk

Differentiate and Win

• What goes into the internet lead process today?

• How can you stand out and win more sales?

Hi, thanks

for

visiting!

Hi, thanks

for

visiting!

Hi, thanks

for

visiting!

Examples of outbound marketing campaigns

© 2011 HookLogic

Historic Results

Historic Performance Results:

• 30% increase in overall show rate

• 40% increase in overall close rate

• Cost Per Incremental Sale: Under $90

• High level of customer engagement

• Increased lead-to-show ratio

• Higher show-to-close ratio

• Strong sales close rate

• Increased sales at low incremental cost

• Revenue gains

© 2011 HookLogic

Q & A

Questions? Comments?

Thank you!

…and that’s that!

Teresa M. Kruse Automotive Consultant HookLogic tel 646.467.8226 cell 734.904.6174 teresa.kruse@hooklogic.com www.hooklogic.com/auto

David Metter Founding Partner HTACP tel 877.707.0909 cell 443.802.8850 david.metter@htacp.com